Evaluating the Role of Micro-Influencers in Social Media Crisis Management: A Case Study of the Local Fast-Food Industry in Islamabad, Pakistan

Abstract

This research study examines the role of micro-influencers in shaping consumer trust during crises in Islamabad’s fast-food industry, with the main focus on the mediating effect of perceived credibility. With time, as influencer marketing continuously gains prominence in the digital economies, with their smaller but highly engaged audiences, micro-influencers, have emerged as key players in crises communication as a result of their relatability and perceived authenticity. Grounded in Authenticity theory, Social Exchange Theory, and the Customer- Based Brand Equity Model, this research study investigates how micro-influencer attributes like engagement, relatability and authenticity, influence consumer trust, both directly and through perceived credibility. With the help of quantitative approach, data was collected from 307 social media users based in Islamabad through structured questionnaires. Through analysis done through regression and mediation analyses, it was revealed that micro-influencer attributes have a significant impact on consumer trust and perceived credibility. An exceptionally strong relationship has been demonstrated by perceived credibility with consumer trust and partially mediated the influence of micro-influencer attributes on trust. Also, among all the platforms, the findings highlight YouTube as the dominant platform (77.5%) for influencer engagement, with younger demographics aged 18 to 34 years being the most active participants. Through empirical validation of the mediating role of credibility in influencer marketing the study contributed to theory and also offers practical insights for brands seeking to leverage micro-influencers for crises management. Recommendations include prioritizing authenticity over follower count, fostering pre-crisis influencer relationships, and optimizing video-based content for trust-building. Limitations and future research directions are discussed, emphasizing the need for cross-cultural and longitudinal studies. Therefore, this research ultimately underscores the strategic value that micro-influencers hold in restoring consumer confidence during times of crises for brands, particularly in digitally connected emerging markets like Islamabad, Pakistan.